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How has digital marketing changed the face of modern day marketing?

Steve Pailthorpe Jul 20,2018

The arrival of digital has been a game changer in the marketing world. Thanks to its influence, the landscape of marketing today is vastly different to “pre-digital” times. We have also seen huge shifts in consumer behaviours as a result of digital trends and technology, and digital marketing is responsible for a whole new swathe of expectations and challenges. Identifying and understanding the changes that digital marketing has introduced is crucial to making it work for your business.

The way we communicate has changed

Not only has digital created expectations of instantaneous communication between consumers and brands but it has also changed the platforms via which this takes place too. Social media remains a key communication tool but now so too are messaging apps – increasingly, brands need to be focused on how to reach consumers through both.

We have more data than ever before…

Digital has given modern marketers more access than ever before to information about consumers. Work out which channels are the most likely to be a data source for your business – and which metrics to measure – and you’ll be able to collect data that inputs into everything, from personalisation to campaign planning.

…but many businesses still don’t know how to use it

The vast volumes of data that you can acquire about your customers can be overwhelming so it’s crucial to organise analysis of collected data to identify themes and trends that you can use to make your marketing more effective.

We are suffering from content saturation

3.3 million people post something on Facebook every 60 seconds. Content generation has gone into overdrive and many people are suffering from saturation. That makes it more important than ever before to focus on content for your own brand that is high quality, creative and appealing.

Customers value transparency

The digital world has brought individuals closer to brands, to celebrities, sports stars and politicians. We are used to seeing what famous people had for breakfast via their Instagram account. So, brands that use digital marketing to create increased transparency gain big when it comes to customer loyalty and trust – and those that don’t may be regarded with suspicion by consumers who have come to expect it.

Ordinary influencers

Digital marketing has put ordinary people at the heart of marketing and advertising. Many brands initially began to invest in working with well known influencers to promote their products and saw great success. Today, the number of influencers is much broader and more diverse – micro influencers (with fewer than 100,000 followers) may have as much value in marketing terms as a celebrity or a well-established influencer with several million followers.

Humanising brands

Ten years ago, when Twitter and Facebook were brand new, it would have seemed bizarre for a brand, as opposed to an individual, to have its own social media account. However, today this is commonplace. The result is the opportunity to humanise your brand, giving it a relatable voice and offering a wider range of opportunities for consumers to engage with it.

These are just some of the ways in which digital marketing has changed the face of modern day marketing. If you’d like to discuss – or update - your marketing requirements we can help. Contact Iconic Digital today on 020 7100 0726 to find out more.

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Iconic Digital has been running our free marketing blog since 2012. Our blog provides help, advice and resources from some of the leading industry experts covering a wide range of marketing subjects including digital, search, display, social and email marketing.

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